Experts of debate were Alisa Prudnikova and Anna Gore, the leaders of National Centre for Modern Art in Yekaterinburg and Nizhniy Novgorod respectively; and editorial director of the «Afisha» magazine Yuriy Saprykin. Among the experts of discussion, Novosibirsk was presented by Andrey Shapovalov, the director of the Novosibirsk State Museum of Regional Studies; Yulia Khanski, director of the Novosibirsk Goethe Cultural Centre; and Natalya Yaroslavtseva, head of the Department of Culture of the Novosibirsk Region. Discussion was moderated by Mikhail Kaluzhskiy, producer of special projects at the «Corpus» publishing house.
The theme of «capital-ness» as a special status turned out to worry not only Novosibirsk, long used to calling itself the «third capital». Guests from Yekaterinburg and Nizhniy Novgorod instantly recalled how Kazan officially patented the name of the «third capital of Russia» — with a smile, of course. In their opinion, it is exactly this appellation that reveals city’s provinciality. First of all, «capital-ness» is the multiplicity of possibilities. «There can be many capitals», claims Anna Gore, «The question is, what opportunities they offer?»
«Abroad, people really perceive Novosibirsk as the third capital of Russia», says Yulia Khanski, «but nobody knows why. It has no distinguishing mark; it is known only that Novosibirsk is a traffic intersection of the Trans-Siberian Railway». Naturally, the discussion came to the issue of capital images and attributes peculiar to the city or not. «Capital-ness», thinks Natalya Yaroslavtseva, «is what others think about the city». Inner feelings of the city’s inhabitants, according to expert observations, are very relative: Novosibirsk, for all its claims to «capital» status, envies Moscow; Muscovites, in turn, have inferiority complex when they are in London.
«We do not notice things that are lying under our feet, do not perceive them as a cause for cultural identity», Saprykin says. «Third capital», «golden domes», «Go Russia!» are just comforting mantras which lead nowhere and don’t solve any problems». It’s true that a city is often held captive by the stereotypes surrounding it, preying on its individual characteristics. Yekaterinburg is the border between Europe and Asia, Bazhov’s city; Novosibirsk is Akademgorodok and supposedly the capital of Siberia. And it is certainly not bad, but it somewhat prevents further development. According to Alisa Prudnikova, it’s weird to loudly declare your «capital-ness» — it is better to think about the city’s living environment and do everything for the city to move forward.
Living environment and constant cultural, economic and other development are the indicators, if not of «capital-ness» then at least of the potential of a city. And the potential of Novosibirsk is great, thinks Natalya Yaroslavtseva; and there are a lot of opportunities: «There are too many things yet to be had here and too much yet to be done. „Novosibirsk, the third capital“ it is more a slogan, to take ourselves by the scruff and shake». Theodore Kurendzis, whose work made the Opera Theatre a most powerful and unique place in the world, frequent public debates on controversial subjects — these, according to Saprykin, are the Novosibirsk «tidbits», which demonstrate real life and striving for cultural «capital-ness».
Good territorial marketing and struggle for «capital-ness» are good for any city, in the end. A city with positive image attracts both finances and new human resources. All this makes the life of the citizens better, and if so, then it is necessary to become a capital. «In the context of «capital-ness», it is very important orient the regions towards remaining themselves," Anna Gore says. «The status of a city is a matter of external evaluation. Let the others tell us who we are, then we will understand». And the secret of success is in the balance of marketing work on the image of the city and care about his comfort and convenience of citizens.
Margarita Chalova